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Wednesday, April 20, 2011

John Hardy and Angela Lindvall Celebrate Earth Day with New Jewelry Collection

John Hardy's Hijau Dua Recycled Silver Collection

Guy Bedarida, creative director and head designer of the John Hardy jewelry brand, has teamed up with supermodel and environmentalist, Angela Lindvall, to present the newest styles of their jewelry collaboration for Earth Day, April 22. The promotion, which began Tuesday, includes new jewelry made from recycled materials, a behind-the-scenes video of Lindvall’s recent trip to Bali and new environmentally friendly jewelry packaging.

John Hardy, based in Bali, Indonesia, started its celebration of Earth Day weeks ago by introducing a recycled silver and cotton cord charity bracelet (pictured left). Two hundred of the bracelets were donated to Christie’s Bid to Save the Earth Event on March 29, and the bracelet was just launched on the John Hardy Online Boutique, where it is sells for $65. All proceeds will benefit the Natural Resources Defense Council.

Lindvall and Bedarida on Tuesday unveiled their Hijau (meaning "Green" in Balinese) Dua collection (top picture). The duo's sophomore collection is handcrafted out of recycled sterling silver or 18k gold and features a sliced bamboo motif. The collection is a part of the brand’s “Wear Bamboo, Plant Bamboo” program. For each piece of Hijau jewelry purchased, John Hardy will plant a certain number of bamboo seedlings to offset the carbon emissions used for its travel and advertising. (Lindvall and Bedarida planting bamboo.) 

In addition, John Hardy debuted a video diary of Lindvall’s recent trip to Bali on the official John Hardy Facebook page a few days Earth Day. In it, Lindvall explains why she is so involved in the brand’s green initiatives as she kicks off the first day of planting for the “Wear Bamboo, Plant Bamboo” program; alongside Bedarida and Damien Dernoncourt, John Hardy CEO.

In addition, John Hardy introduced a 100 percent recycled and recyclable anti-tarnish envelope to ship its goods. The packaging is expected to eliminate tons of unnecessary plastic waste and will further the company’s sustainable efforts.

“The launch of all three initiatives highlights John Hardy’s mission to be ‘Greener Every Day’ and continues the effort by the company to donate and plant a total of 600,000 bamboo seedlings for the Bali Province Government’s ‘Bali Clean and Green’ program,” the company said in a statement.

John Hardy is a luxury handmade jewelry brand, founded in Bali in 1989. The company’s collaboration between designers and local artisans modern design interpretations of traditional Balinese jewelry. In 2007, its founder and namesake, John Hardy, retired and sold the company to Dernoncourt and Bedarida. Together, they have expanded the brand worldwide with the belief that a business can prosper with respect to the people, nature and the environment.

John Hardy collections are sold in the U.S. at high-end department stores such as Neiman Marcus and Saks Fifth Avenue. John Hardy Collections are also available in Hong Kong (Lane Crawford), United Kingdom (Harrods and Net-a-Porter), Japan (Isetan), France (Le Bon Marche) and other countries. In December 2010, John Hardy opened its first flagship boutique in Jakarta, Indonesia at the Plaza Indonesia shopping mall.

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